Description:

Founded in 2011, Spur initially focused on men’s mental health. As their mission expanded to address various social issues, their original name and identity no longer fit. They sought a rebrand to reflect their broader impact and core values, symbolising their commitment to solving the world’s toughest social challenges. The goal was to create a brand that could encompass their diverse ambitions and resonate with both their existing audience and new stakeholders.

The big idea was developing their new name, "Mettlesome," meaning full of spirit and courage, to embody their values of bravery, curiosity, and kindness. The tagline "Brave ventures for good" educates their audience about their mission, solving a key challenge prior to their rebrand. Now recognized as a ventures studio with non-profit roots, partnering with organisations to address complex social challenges, the name Mettlesome conveys a bold, innovative spirit, allowing the brand to build a unique and meaningful identity in the social impact space.

The design of Mettlesome reflects courage and action with vibrant vermillion orange and a flag icon symbolising change. The striking wordmark, featuring sharp serifs, signifies a call to action and the organisation's readiness to engage. This visually compelling identity aligns with their mission to tackle social issues head-on. By creating a modern, dynamic look, we ensured the design communicates Mettlesome’s innovative approach and dedication to making a significant impact in the social sector.

Collaborating with the Mettlesome team and involving them in creating the new brand fostered stronger engagement. We ran brand values workshops where they selected notable historical figures like Boudica, Katherine Johnson, and Zaha Hadid, who embodied traits they admire. We also captured the team's hand-drawn annotations for use in the rollout, giving them a sense of co-creation.

Rebranding to Mettlesome has significantly enhanced their profile, attracting new partnerships and increased financial support. Collaborations with industry leaders like Google and YouTube highlight the brand's impact. The strategic rebrand has revitalised their image, aligning it with their expanded mission and opening new opportunities. This transformation underscores their commitment to social change, demonstrating the power of bold, thoughtful design in driving societal impact and reinforcing their role as a leader in the social sector.